怀疑对消费者判断悬置的曲线效应:对品牌和产品形象的不确定性的作用

IF 4.4 3区 管理学 Q2 BUSINESS
Artemis Panigyraki, Athanasios Polyportis, Nikolaos Kyriakopoulos
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引用次数: 0

摘要

当接触到广告时,消费者往往会对品牌声称产生怀疑。为此,先前的研究探讨了个人如何在怀疑的状态下评估声称并形成判断。然而,消费者研究还没有考察过怀疑如何影响消费者暂停对品牌的判断。我们通过实验研究了三种(低度 vs. 中度 vs. 高度)消费者怀疑水平对判断中止的影响。研究 1 表明,与低度或高度怀疑相比,中度怀疑会导致明显更高的判断中止。研究 2 和研究 3 在其他品牌和产品类别背景下复制了这种倒 U 型效应,并揭示了对品牌的不确定性在怀疑对判断中止的影响中起着中介作用。反过来,对品牌的不确定性对判断悬置的影响又受产品意象的中介作用。这项研究证实了怀疑对消费者判断中止的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

On the curvilinear effect of suspicion on consumer judgement suspension: The role of uncertainty towards the brand and product imagery

On the curvilinear effect of suspicion on consumer judgement suspension: The role of uncertainty towards the brand and product imagery

When exposed to advertisements, consumers are often suspicious of brand claims. To that end, prior research has explored how individuals evaluate claims to form a judgement under a state of suspicion. Yet, consumer research has not examined how suspicion affects consumers' suspension of their judgement towards the brand. We experimentally investigate the effects of three (low vs. moderate vs. high) levels of consumer suspicion on judgement suspension. Study 1 shows that compared with low or high levels, moderate levels of suspicion lead to significantly higher judgement suspension. Studies 2 and 3 replicate this inverted U-shaped effect for additional brand and product category contexts and unveil that uncertainty towards the brand mediates the effect of suspicion on judgement suspension. In turn, the impact of uncertainty towards the brand on judgement suspension is mediated by product imagery. This research corroborates the effects of suspicion on consumer judgement suspension.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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